What is Goodvertising?

Goodvertising consists of the combination of the words “good” and “advertising”. It is an expression companies use to name their advertisements that contain a positive message or promote a good cause.

Goodvertising is a concept used to raise awareness about world and environmental issues, to encourage actions towards social responsibility, or to ensure that brands are part of the solution. Some examples of goodvertising include ads that recommend recycling and donating to nonprofits and promotions that celebrate diversity. Goodvertising stands out today as an important tool for businesses and organizations that want to make a positive impact on the world.

Goodvertising is also an effective way to reach consumers with a positive message. Nowadays, the demand for products and services that have a positive impact on the environment and society is increasing. Goodvertising helps businesses and organisations meet this demand by promoting their commitment to social responsibility. It also helps businesses build consumer goodwill and create a positive brand image.

How did Goodvertising come about?

Thomas Kolster, aka “Mr. Goodvertising” created the concept of Goodvertising against the argument that “there is no such thing as good or bad advertising”. Advocating that advertising is “the best,” Kolster is an internationally recognized advertiser and also a sustainability expert. Known for his work aimed at transforming the advertising industry in various parts of the world, Kolster reconsidered the purpose of advertising production with his book Goodvertising in 2012 which sparked important discussions in the advertising world.

In his book Goodvertising, Thomas Kolster examines how companies use cause-related marketing to make a positive impact on the world. It offers case studies of companies that are doing good while also doing good and offers advice on how other businesses can create their good advertising campaigns. Goodvertising is an essential book for all business owners and marketing professionals who want to create positive change in the world. Whether you’re looking to start your own Goodvertising campaign or simply want to learn more about the concept, you can consider this book as a resource to better understand today’s modern advertising world.

Why goodvertising?

Kolster is now more than just selling products; He argues that advertisements that reflect the brand’s identity and present its ethical perception to its audience are important. He explains the reason for this as new generations have witnessed many changes in economic and cultural fields, and as a result, they have begun to think differently from previous generations.

He says millennials look for brands with a clear purpose and prefer companies that care about their customers. For this reason, he states that he generally turns to brands with good values ​​and ethical practices. At the same time, according to Kolster, Goodvertising is the birth of a new marketing approach that uses serious social issues as its basis. The idea is to get people thinking about and discussing important issues to make society better. When it comes to advertising, the goal is not just to sell products or services.

The ultimate goal of advertising is change: whether that change means changing people’s attitudes and behaviors or fundamentally transforming the way society operates. Kolster defends this concept by stating that if radical change is achieved, advertising can have a profound impact on everything from the economy to lifestyle.

How is Goodvertising done?

Improve your brand image

There are many ways to improve brand image. Marketing and advertising frequently appear as two of the most common and effective ways to do this. Creating a strong, recognizable brand image can help a company stand out from competitors and attract more customers. You need to think about what message you want to convey to your target audience and then create an image that reflects that message. A well-designed logo, website and social media presence are key to creating a strong brand image. It is also important to remember that brand image is not static and should evolve as your company grows and changes.

Your customers’ needs and perceptions will also change over time, so keeping your brand image up to date should be your most important feature. Regularly assessing your brand image and making adjustments as needed can help ensure your image remains current and effective. Every company that wants to do goodvertising must, first of all, have a strong brand image. This brand image must respect the world and human life, and prove that it has a purpose not only to sell products but also to change the world.



Create a new vision

Many brands are already doing projects to protect the environment. However, many brands can do more. Brands must present a new vision to protect the environment and the world. It should focus more on sustainability and environmental friendliness. Not only will this help protect the environment, but it will also show consumers that the brand cares about more than just making money.

This will be a win-win for both the environment and the brand. If you own a brand, make sure your business is doing its part to protect the environment. Is your packaging environmentally friendly? Do you use sustainable materials? Do you support green initiatives? If you aren’t, now is the time to start! Consumers are becoming more conscious of environmental issues and are looking for brands that reflect and advocate for their values.

Take action

Nowadays, many consumers think that brands are unreliable. Consumer trend surveys conducted in cooperation with TURKSTAT and the Central Bank of the Republic of Turkey (CBRT) show that consumer confidence is at its lowest level since 2004. To build trust with consumers and increase brand loyalty, brands need to take real action and engage more with the public sphere.

Therefore, brands need to take action and make concrete moves towards their strategies. Interacting with public space can be possible in various ways. Brands can host events, sponsor nonprofits, or launch social media campaigns. Whatever the case, brands need to show consumers that they are more than just a name, they exist as a force for good in the world. Only then will there be a significant increase in consumers’ trust in brands.

Be transparent and honest

Another way brands can take action is by being more transparent. Many consumers today are looking for brands that are open and honest about their practices. When brands are transparent about their production processes, ethical standards and even where they source their ingredients, they gain trust and credibility with consumers. Brands that can be transparent and communicate effectively with their customers have a higher chance of being successful in today’s market.

Transparency is an important requirement for all brands, but especially those in the food industry. Consumers demand more sincerity from brands in light of scandals that are constantly on the agenda and come one after another. This means brands need to reposition their communications to match the values ​​they represent. Only by being transparent can brands hope to gain consumers’ trust. Organizations must be honest with themselves and their consumers to build trust and maintain a good reputation.

Being transparent is not about reinventing yourself, it is about being honest and matching your words with your actions. In today’s world, where information is easily available and companies are under increasing scrutiny, transparency is more important than ever. Consumers want to know they can trust the brands they buy products and services from and want to see evidence that these brands live up to their claims.

Be aware of your customer

There are many ways to refresh your brand image, take action and be transparent with consumers, but it is very important to find the right one for your brand among many different methods. For some brands, being transparent means being open about where their products come from and how they’re produced. Sometimes it may mean refreshing the image, sharing company values, or interacting with consumers on social media.

The important thing is to be authentic and sincere in your communication so that the consumer can trust your brand. Recent consumer behaviour shows that a generation is coming that is more conscious about the climate crisis, food scarcity and human rights and reflects this awareness in its consumption. This generation has a lot of options and they choose brands that they think are honest and reliable. So, if you want to build a loyal customer base, start by being transparent with them, and by being a brand that takes real action. This is the first step in building a strong relationship with your customers.

Great goodvertising examples

As the goodvertising system has become popular lately, brands have begun to produce many creative and entertaining works. We have listed some Goodvertising examples for you; As part of the collaboration between Lacoste and the International Union for Conservation of Nature, more than 1,000 polo t-shirts were produced, in which the iconic Lacoste crocodile was replaced with endangered species to raise awareness about endangered animals. Burger King asks its customers when they come to the restaurant, “Do you want a regular burger or one with meat?” he asked, drawing attention to the harm that meat consumption has on the world.

It was observed that many customers preferred plant-based burgers after this question. “Fair Friday”, launched by Nature et Découvertes on the occasion of Black Friday, is a work that “hacks” the Black Friday commercial operation. The brand invites all its customers to consume less and take green action within the framework of respect for nature and aims to raise their awareness about the erosion of biodiversity and enable them to take action.


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